The agency has been managing meta-search programs alongside paid search, display and local, travel CPC programs for approximately 2 years. During this period, we have learned a lot about this new, fast-growing media category. First of all, consumers love meta-search (aka vertical search). By providing real-time rates for the dates of interest, consumers feel empowered and in-control of the hotel buying process. We quickly realized that, like, paid search, we needed to leverage technology and programmatic bidding algorithms to grow both revenue and profits for our clients. Digital Marketing Works now runs programs on the following meta sites:
Google Hotel Ads
TripAdvisor Show Prices and Instant Book
Trivago
Kayak
Long-tail Meta sites
Digital Marketing Works has gained valuable best practices and know-how regarding this key difference between meta search and paid search. Meta requires feed connectivity and management necessitating a close working relationship with the technology team. We have this competency.
From a channel management perspective, smart meta search management and investment is key to shifting revenue contribution share from intermediary to the direct web channel. Contact us to learn more about this important programmatic media category for the travel industry.
Digital Marketing Works, DMW, is a consultancy and digital media agency that provides strategic and tactical advice on how to maximize client profits through digital channels. DMW Agency focuses on paid search, meta search, local search and display advertising.
